Malaysia still packs many of its products, especially food-related items, in
outdated packaging that renders it uncompetitive on supermarkets. Through
latest branding techniques, low-end products are given a high-end status and
transformed into items sought for its elegance and quality.

Today, branding has become a powerful buzzword that there is so much
confusion in the marketplace as to what it really means. Branding is mistaken for
advertising and the brand itself is certainly not the product, it is far more than
that.

Good branding relies on good products, which Malaysia has plenty of and
therefore the need to promote them vigourously through branding is a challenge
for SMEs in the country.

Natural haven

Malaysia is known for its wide selection of Asian flavours, iconic food and a
people with exotic tastes. With the right blend of packaging Malaysian edible
foods have the potential to become good revenue earners for the country.

Similarly, some of Malaysia’s famous products such as Batik and exquisite
handicrafts, electric goods and other manufactured items have the potential to
be world-class brands with the right touch of branding and packaging.

Brand building techniques

Set up in collaboration with SME Corp Malaysia, the Limkokwing Branding
Innovation Centre (BIC) is a one-of-its kind branding empowerment facility
to transform local small and medium-sized enterprises (SMEs) into global
businesses through strategic use of creative and innovative branding solutions.

The centre also serves as a platform for SMEs to connect with branding
professionals so they may access new designs, new logos and branding-related
activities such as public relations, marketing strategies, and research and
advertising campaigns.

It is the centre for entrepreneurs to pick up the finer points of branding and packaging. It is the centre to engage the expertise of Limkokwing to build brands into successful identities. It is the centre for the business community to source for new ideas on packaging technology.

Value of packaging

Five seconds is all the time it takes for a consumer to glance across a
supermarket shelf. An arresting design will entice the buyer to reach out and
take the product out to read what is on the packaging. A compelling sell will
persuade the buyer to make the decision to buy it.

Studies done have shown the value of a product soars four times higher with
good packaging than one without.

Dedicated to branding

A customs-built gallery, BIC houses over one thousand designs and about one
hundred brand names.

It is also a high profile training centre conducting regular courses for SME Corp
Malaysia and Limkokwing stakeholders through one-day learning programmes
on branding and packaging, including entrepreneurship courses for businessmen
and industries located in Cyberjaya.

By working closely with SME Corp Malaysia, BIC is reaching out to and meeting
the needs of the SME sector the objective of which is to further promote its
development by building and strengthening their brands as well as enhancing
product packaging.

Benefits of branding

Highlight of the Branding and Innovation Centre is the ‘now’ and ‘new’ sections,
where the concept of branding is vividly demonstrated to entrepreneurs, the
business community and students to understand and appreciate the benefits of
modern branding and packaging.

The showcase is aimed at communicating as quickly as possible the value and
importance of upgrading and empowering the rural business communities to
adapt to modern branding and packaging approaches to enhance their products
in the market place.

Innovative approach

Minister of International Trade and Industry, Dato’ Sri Mustapa Mohamed, when
opening the centre in March said brand development is important for SMEs to
adapt to new challenges by capitalizing on innovation to promote growth.

“Brand development has evolved tremendously and has become very significant in the business arena. Malaysia has set a vision to become an economy driven by innovation and creativity in order to transform itself from being an upper middle economy into a high-income and advanced economy. Innovation and creativity will be the key to overcoming challenges and ensuring that the country continues to prosper.”

Quantum leap

Since the 70s, the president of Limkokwing University of Creative Technology,
Tan Sri Dato’ Sri Dr. Lim Kok Wing, an advocate of innovation in branding, has
been trailblazing the idea of making brand development a national agenda so
that Malaysian products can attain world-class standards.

“For the transformation to take place, clearly and urgently, we must
now focus on creating transformational systems that will prepare the
country for a quantum leap, from where we are to where we must be
– an innovative economy – capable of competing with the very best in
the West. To make that quantum leap successfully, we must make the
development of innovative products and band development a national
agenda.”

Mobile gallery

The Branding Innovation Centre reflects Limkokwing’s contribution towards
building the economy and endorses its support of Government policies to
promote the SME industry.

To drive home this point, the university set up the Mobile Branding Gallery,
probably the only such university-driven ‘centre’ in the country to go to
extraordinary lengths to bring 21st century branding technology right at the
doorsteps of rural SMEs.

Another first by Limkokwing, this ‘gallery on wheels’ is a refurbished bus
designed with the ‘now’ and ‘new’ sections quite similar to the one at the
Branding Innovation Centre itself and equipped with audio and visuals facilities
for conducting training sessions at designated towns.

Building SMEs

In complementing Limkokwing University for its initiative, Dato’ Sri Mustapa
expressed his wish to see great outcomes for the benefit of SMEs in Malaysia.

“I wish to congratulate and extend my appreciation to SME Corp
Malaysia and Limkokwing University for this commendable effort and
hope that this partnership will leapfrog the achievements of SMEs in
making them more visible in the eyes of the world through packaging
and branding of Malaysian products and services.”
Made-in-Malaysia

Brand development has evolved tremendously and has become very significant in
the business arena and Malaysia has set a vision to become an economy driven
by innovation and creativity to transform itself into a high-income and advanced
economy.

The Limkokwing Branding Innovation Centre is leading this charge to take the
SME industry in Malaysia to the next level by creating top quality Made-in-
Malaysia brands for the world.